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At a record $4 million-plus, advertisers are way past counting on the element of surprise to make their ads a big deal on Super Bowl game day. Most brands are trying to get their money’s worth by starting the conversation early. Oreo already got their Super Bowl ad hype machine going. It began in October. Ads will be pre-released, there will be contests. Lincoln asked fans to contribute to their script via Twitter. Paramount’s ad for “Star Trek Into Darkness” will be enhanced if you download an app.

Advertising genius/dropout Alex Bogusky got great hype already for SodaStream by cleverly getting the ad banned. In Britian. For “denigration of the bottled drinks market.” But the ad strategy is brilliant, and SodaStream could be one of the biggest financial winners among Super Bowl advertisers. They likely lead in brand impressions at this point because of the ban.

CBS Chief Les Moonves called it “probably the biggest day of the year for this entire corporation.” Shyeah. Let’s see, $4 million times about 60 available ads = $240 million for CBS. Yes, that’s a good day.

I’ll be having another Super Bowl ad party here on at the Idea Bucket. Stay tuned. Meanwhile here’s an excellent scorecard summary on this year’s ads.